From a country station website, the most loyal (P1) listeners want attributes such as concert schedules for their favorite acts and the ability to listen online. What they don’t particularly want (as primary content) is DJ bios, photos and blogs.
Why would anybody want a DJ bio?
Yet most stations seem to have them on their websites. And that’s because stations tend to view websites as digital brochures rather than connection points for fans of the brand and its content.
As for photos, doesn’t it depend on what the photos are of?
And the same goes for blogs. The idea of a DJ blog sounds like the most boring thing in the world. But the idea of a DJ blog post that addresses the DJ’s off-air conversation with Charlie Sheen is quite another matter, isn’t it?
The bottom line is this: We should spend less time asking people if they don’t want what we have and more time asking ourselves why we have it in the first place.
We should spend less time adding and subtracting shiny widgets to our site and more time providing content that is so magnetic it doesn’t matter what form it comes in, people want it.
That’s the difference between a “DJ blog” and a post about something that fascinates and enchants the audience.